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Marketing Research Manager

2 months ago

Coral Gables, United States Amerant Bank Full time

 

 

The Marketing Research Manager is responsible for the consumer research, analysis and reporting of actionable insights using applied market research techniques to drive business decisions. This position owns the Enterprise Voice of the Customer Program across all Bank’s Segments and Point of Contacts to ensuring that the Customer’s Voice is heard and understood. The person in this role has a deep understanding of the customer, and prospect’s needs and preferences to turn them into business advantages and opportunities.

The scope of responsibilities includes lead market research, competitive intelligence, and consumer journey for the Financial Services industry as well as trend analysis. Key duties include the execution and presentation of quantitative and qualitative market research studies in response to business needs, ad hoc reports, and effectively managing vendor relationships and budgets. This position qualifies for a hybrid schedule.

Responsibilities:

  • Understand customer behavior to identify opportunities of how we can deliver the best experience to each customer banking segment.
  • Own the Enterprise Voice of the Customer Program from design, deploy, analysis, and reporting. Deep understanding of survey methodology, including defining population, frame, sample size, strata, and experiment design and execution. 
  • Perform market research analysis (qualitative and quantitative studies) to drive and support business and marketing initiatives.
  • Inform on all sports partnerships and provide ROI analysis quarterly while working with Nielsen agency and sports teams to evaluate efficacy of sports programs.
  • Prepare on-going tracking, analysis, reporting and communication of trends/key business issues to Lines of Business and provide actionable consumer insights. 
  • Automate insights to improve speed-to-report time. Develop methodologies to provide easy access to Voice of Customer analyses and survey data for stakeholders.
  • Identify anomalies, scrub source data, and evaluate opportunities to improve customer acquisition and retention.
  • Work with senior management to identify threats/opportunities, evaluate potential large-scale initiatives, and facilitate data-driven decision-making.
  • Perform ad-hoc data analysis from Market Trends and Voice of Customer to answer business questions and guide strategy that leads to actionable recommendations.
  • Manage vendor relationships and verify third party reports and studies are aligned with requestor’s needs. Leading person to manage CX enterprise platform such as Qualtrics, Medallia.
  • Manage a team, provide direction, organization information and feedback, and evaluate performance on a regular basis. Recruits, hires, and develop direct reports. 
  • Design Bank wide Surveys (Customers and Prospects) to interpret customer data and provide insight to all relevant stakeholders to help accelerate the Bank’s continued transformation to a more customer-centric organization (establish frame population, size sample, strata, and field execution).
  • Monitor Bank’s Survey reporting platform for Customer feedback obtained from Branch Surveys, Mystery Shops, Call Center post-transactional survey to track KPIs and understand reporting drivers of NPS (net promoter scores). 
  • Reply to customer feedback on public-facing review platforms such as Google Business.
  • Monitor and report competitor’s activities to help business understand opportunities and threats within the Financial Services Industry.
  • Support development and implementation of marketing campaign targets:  Customer segmentation, user persona, customer cluster by demographic, psychographic, behavioral.
  • Deep understanding of digital marketing funnel. Collaborate with Marketing team to build campaigns that are aligned with each stage of the funnel.
  • Communicates relevant information to key stakeholders on a frequent basis via briefings and consumer insight summaries.
  • Support UX design efforts (card sort, tree testing, among other techniques) and customer journey mapping (touchpoint and interaction with the brand).
  • Support customer journey mapping - Touchpoint and interaction with the Brand (UX design.)
  • Ensure preventive measures are carried out to fully comply with current rules, regulations and internal policies relating to risks pertaining to BSA, USA Patriot Act, OFAC and other AML related issues.
  • To identify, evaluate, monitor and make any recommendation deemed necessary to their respective Risk Management Committee in order to assess, reduce, eliminate or control any current or prospective risks to earnings or capital arising from violations of, or non-conformance with, laws, rules regulations, prescribed practices, internal policies and procedures or ethical standards.

Minimum Work Experience Requirements:

3 years of experience in an equivalent role

Minimum Education and/or Certifications Requirements:

Bachelor’s degree (required) with MBA or similar degree in related fields (preferred)

Technical and/or Other Essential Knowledge:

Advanced Proficiency in using SQL, MS PowerPoint, Excel (formulas, pivot tables), Qualtrics and/or Medallia.

Proficiency using Google Marketing Platform, Optimal workshop or equivalent, PowerBI, Data Studio or equivalent.

Bilingual (English/Spanish) preferred.

Functional Skills:

Must be a team player, have the ability to work under pressure, conduct business in a professional manner and be able to resolve problems and conflicts. Must be able to prioritize work and effectively manage time and change. Must possess effective business communications skills verbally and in writing. Must possess delegation, hiring, coaching and performance management skills. Must be passionate about the customer and live by Amerant precepts.